This paper discusses the effect of Viral Social Media advertisements for personal products (i.e., Dove personal care products) on U.K. Consumer’s purchase intention. This paper uses thematic analysis to reveal that consumers care more about advertisement content than the brand producing the content. The results thus indicate no significant effect(s) on the Purchase Intention of said brand. The paper also addresses the importance of consumers’ social connectedness (i.e., among friends and family) as a significant determinant of an individual’s willingness to share knowledge (i.e., messages from viral videos).

Keywords: Social Media advertisements, Thematic Analysis, Personal care product, Consumer purchase intention